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Premiere in Dubai: First Gargash Mercedes-Benz AMG Experience Centre in the UAE

Gargash Group extends its Mercedes-Benz sales network with a new AMG Performance format that offers luxury and unmatched lifestyle customer experience.

Gargash is setting a new benchmark in delivering Mercedes-Benz AMG brand experience with its first Lifestyle Experience Centre in the UAE, in an exclusive arrangement with Merex Investment, a joint venture between Dubai Holding and Brookfield Asset Management – an operator of Dubai’s leading lifestyle destinations including City Walk, The Beach and La Mer.

By mid 2021, the new AMG Experience Centre will open its doors in City Walk, a leading lifestyle destination in the heart of Dubai and share a vibrant location with major attractions including the Coca Cola Arena and The Green Planet. The new format will complement the existing sales network of Gargash Mercedes-Benz showrooms in Dubai, Sharjah and Northern Emirates.

Located on Happiness Street, the AMG Experience Centre will occupy 743 square metres, offering customers and fans the chance to experience the motorsports DNA of the Affalterbach brand. The exclusive AMG format will offer 2 functional areas and 1 display area, adding up to an extremely comprehensive brand and product experience allowing visitors to discover for themselves the many facets of Driving Performance.

Speaking about the first AMG Experience Centre, Shehab M. Gargash, Group MD & CEO of Gargash said, “Gargash has always remained committed to delivering the most optimal and superior customer experience. The launch of our first Gargash AMG Experience Center at The City Walk will be a significant addition to our well-developed UAE network offering an exclusive performance arena to the AMG lovers. The opportunity to experience the AMG vehicle range on the road with a test drive dedicated area, will be the culminating feature of the customer offering and represents the unique selling proposition in this urban setting.”

Shahram Shamsee, CEO, Merex Investment, commented on City Walk’ newest arrival, “Hosting the AMG Experience Centre in City Walk is a natural fit with Merex’s commitment to exceptional placemaking, and focus on creating long-term value for Dubai’s residents. Merex Investment applies a collaborative management style and partner-led approach  driven by the company’s ‘In it together’ outlook with the aim to enhance experiences together with its tenants, stakeholders and community”

The showroom will provide an insight into the world of Mercedes-Benz AMG. The vehicles and technologies on display here will be explored in analogue form as well as digitally using technology. Specially trained AMG experts will be on hand to provide detailed information and individual guidance. The facility will be further enhanced by a cafe, a lounge and an exclusive selection of high-quality lifestyle accessories available from the AMG Shop.

A wide range of vehicles encompassing the very latest models will be available for test drives & visitors will be able to experience the true fascination of motor racing. The architecture of the AMG Experience Centre builds on the familiar and established design features of the AMG Brand Centres, while also integrating a series of individual elements that emphasise the unique character of the format. Reflecting the experience-based focus of the Centre, the image of the brand conveyed here is very much oriented towards motorsport, allowing visitors an authentic sense of being part of the “World’s Fastest Family”.